Is birch water a “liquid gold” for Chinese male consumers?

Since the start of this year, birch sap has taken off on social media short video platforms. Influencers are promoting it with tags like "liquid gold," "the drink of Rolls-Royce owners," and "a must-have in the trunks of socializing male bosses," targeting middle-aged men. Data from Ocean Engine shows that searches for "birch water" have surged by 882% from last year. In April alone, the keyword search index reached a peak of 90,432. The drink is especially popular among people aged 31-40, with men making up 62% of that group.

Birch water products on Douyin. The best-selling birch water has sold over 200,000 units.

In March, the birch water brand Lin Yuanchun 林源春 (priced at around ￥17/$2.40 for a 300ml bottle) made a strong push on short video platforms. Birch water companies have turned Northeastern specialty agricultural products into surprise hits by taking advantage of their geographical strengths. For example, Lin Yuanchun's "100% Birch Sap," the best-seller on Douyin, is made entirely from pure birch sap. Its production process is similar to that of coconut water, involving manual collection, sterilization, filtration, quality testing, and bottling. With active collaborations with KOLs and social media promotion, birch water brands have sparked interest among many consumers. The hashtag #白桦树 (birch tree) has amassed 210 million views, while #白桦树汁 (birch water) has reached 660 million views. In April 2024, Lin Yuanchun birch water became the top-selling beverage on Douyin, surpassing established brands like Coca-Cola and Oriental Leaf.

On Douyin, a video with sales link of Lin Yuanchun’s birch water amassed over 19,000 likes. The video features this caption:

"Remember, if you’re ever in the wild without water, a birch tree can save your life. Just drill a hole, insert a tube, and clear, drinkable sap will flow out. This sap not only quenches thirst but is also packed with essential amino acids and vitamins..."

There are over 20,000 posts related to "birch water" on Xiaohongshu, with more than 800 products available. However, judging by related search terms, most people are still more curious and skeptical about the benefits of this tree water.

Search keywords and notes trending on Xiaohongshu.

Positive comments (word cloud) about birch water on Xiaohongshu. The positive reviews mainly highlight that the birch water tastes great, is enjoyable, suitable for weight loss, has a pleasing taste and appearance, and is something people are eager to try. Image generated by social media analysis platform Newrank 新榜

Negative comments (word cloud) about birch water on Xiaohongshu. Negative reviews mostly focus on the high price, unpleasant taste, and exaggerated advertising claims. Image generated by social media analysis platform Newrank 新榜

The concept of tree water has been around in Western markets for some time, with birch and maple sap products already well-established. In China, however, the idea of tree water is still very new. Rich in vitamins, minerals, and active compounds, it offers benefits like antioxidant properties, blood pressure reduction, and cholesterol-lowering effects, earning it the nickname "nature's gift."

In recent years, the birch water market has experienced rapid growth. For example, the Yichun region in Heilongjiang, known for its abundant birch tree resources, has developed a complete industrial chain. In the first half of 2023 alone, Yichun's birch water production reached an impressive 1 million tons, with a production value exceeding ¥10 billion ($1.4b).

The rise of birch water highlights the promising future of China's plant-based beverage market. Previously, we reported on the growing popularity of refreshing plant-based drinks like red bean and barley water, which have become daily wellness drinks during the summer. Plant-based beverages (including ready-to-drink tea and herbal/botanical drinks) accounted for 29.4% of offline beverage sales in China in 2023 according to Ipsos, totaling ￥89.4 billion ($12.5 billion), a year-on-year increase of 13.6%.